Words with... / Ismail Tazi, France
New dimension
Trame is a homeware brand that celebrates Mediterranean craftsmanship through collaborations with independent makers. Co-founded in 2020 by France-based Moroccan creative Ismail Tazi, the company has just finished showing its collection at the latest edition of international furniture fair Maison & Objet. To find out more about Trame’s production methods, we caught up with Tazi at the event for Monocle On Design.
Your brand is Paris-based and works with makers all around the Mediterranean. How do you build your collections and collaborations?
Every collection starts with a trip where we take three new designers to find inspiration from a place in the Mediterranean and meet craftspeople there. Then, based on that visit, we conceive new pieces and collections. Our most recent excursion was to Andalusia, where the mathematics and the algorithms of the Alhambra’s architecture sparked ideas for us. We used these to produce a collection of 3D-printed, hand-glazed ceramics, creating an encounter between new technologies and contemporary designers.
How does 3D printing fit in with the traditional understanding of craftsmanship?
First, we need to be clear that 3D printing does not go against traditional craftsmanship, it’s industrial production that does. Second, with digital craftsmanship, as we call it, it’s important to remember that it’s about iteration. It’s a test-and-fail, test-and-fail process until you get the final product. There’s a belief that people working with 3D printers just press a button and say, “There you go, you have a product.” But the machine doesn’t do everything, there’s still the craftsman behind it, iterating and making sure that the output is a beautiful product.
Your brand is relatively young. How do you see the future of craft?
Since we started, we have had the opportunity to think about the product design of the future and how craftsmanship will evolve. We wanted our 3D-printed collection to showcase this. For us, digital methods are equal to traditional practices in terms of craftsmanship but they use 70 per cent less material. They also allow us to integrate the concept of decentralised production, where you can work with facilities around the world that can 3D print and make your product close to home. In this way, we can create globally but produce locally.
For more from Ismail Tazi and Maison & Objet, tune into this week’s episode of ‘Monocle On Design’ on Monocle 24.